Digital Diplomacy and Regional Integration in Africa: A COMESA Case Study

Digital diplomacy is regarded as one of the most significant forms of postmodern diplomacy, and a key element in today’s strategic (diplomatic) communication. Alongside other numerous changes tied to digitalisation; it challenges traditional methods of conducting diplomacy – in various contexts. One such context relates to African regional institutions, which have adapted digital diplomacy, as an improvement of their public diplomacy. The goal of this study was to highlight how Common Market for Eastern and Southern Africa (COMESA), has utilized digital diplomacy to support its regional integration agenda. The study applied both qualitative and quantitative research approaches, using the case study technique. Data was collected through semi-structured interviews, social media content and documentation reviews. A total of n = 12 participants, consisting of IT personnel, communications officers, administrative diplomats and political diplomats were selected for the study through purposive sampling. Data was analyzed thematically, after using various coding tactics. Findings implied positive progress in the growth status of COMESA’s utilization of digital diplomacy on one hand, and existing challenges on the other. Specifically, digital diplomacy has, strengthened COMESA’s regional and multilateral collaboration, developed its economic and trade agenda, besides amplification of its public diplomacy. Conversely, the institution faces three key problems – both internal and external. These include, a constantly changing media landscape in terms of algorithm alterations, audience targeting difficulties, regulated internet access coupled with social media restrictions (in some countries), alongside language divide. Thus, the institution needs to undertake innovative approaches such as, expanding its online presence to incorporate other platforms, partnering with ICT development organisations, keeping abreast with social media algorithm changes, internal digital communication (media) trainings, regular online conversation rich content strategies and incorporation of videos – during events.